- [Instructor] One of the best ways of adding your voice
into your organization's social media
is by creating worthwhile content
or by being featured in the company's content.
Often leaders feel like they don't have anything
meaningful to say on social media
which is where having in-depth content
to talk about is helpful.
Sharing articles you've written
or videos you recorded on social media
can provide you with content to fuel your accounts
as well as your companies.
Identify the types of content you're excited about
and qualified to create
whether that's writing blog posts or LinkedIn articles
or recording YouTube videos or podcast episodes.
For example Richard Branson, the founder of Virgin Group,
has his own section of the company blog
where he publishes short articles multiple times a week.
These articles are one way he fuels his accounts
on Facebook, Twitter, and LinkedIn,
and it's one of the many types of content
shared from the company's social media accounts as well.
Whether weekly, a few times a month, or once a month,
set a schedule for how often you'll create
more in-depth content that aligns with your goals
and those of the organization.
The best case scenario is to create this content yourself
as that's the most authentic approach,
but it's appropriate to get support from your team
when it's needed.
It is important to note that the content you're sharing
and that the company is sharing
shouldn't all come from you as a leader
regardless if you're the CEO or a director.
Content authored by you should be one part of a greater mix
of what's shared across social media.
Otherwise, it can come off as self-serving
since only one voice is primarily featured.
Another way to include your voice
in what's shared on social media
is to be featured in content
whether you're a guest on a podcast
or you're interviewing an expert on video.
Coordinate with the marketing team
to have you and other leaders
occasionally included in content campaigns
the company is producing.
For instance, Adobe runs a site called CMO.com
which is a publication the company created
to cover digital marketing and trends in the industry.
Some other articles include quotes
about developments in the industry from company leaders
while others summarize the talks
given by leadership at an event.
These pieces were produced by staff writers
requiring minimal input from the these leaders.
The point here is to showcase the leaders behind the company
to help make the organization more relatable
and provide more visibility to their perspective
by sharing this content.
This approach requires less work on your part
as compared to creating your own content.
The marketing team should either
outline your responsibilities for you
or do most of the work around creating the content.
To naturally add your voice
into the conversation on social media,
create useful content and get featured by your company.